FACTORS INFLUENCING BRAND LOYALTY IN PROFESSIONAL SPORTS FANS

Yun-Tsan Lin and Chen-Hsien Lin

Global Journal of Business Research, 2008, vol. 2, issue 1, 69-84

Abstract: Many researchers have provided comprehensive definitions for the term of brand loyalty and also examined the factors affecting brand loyalty with many empirical studies. But there is little research focusing on the brand loyalty of professional sports fans. The topic area about factors influencing brand loyalty in professional sports fans was identified because these fans bring significant financial benefits every year and stimulate economic growth in the United States. Although different conceptual models seek to explain brand loyalty, many factors influence customer brand loyalty. Different factors may influence brand loyalty in the sports industry as compared to other industries. The purpose of this review is to analyze critically theoretical and empirical literature about the factors influencing brand loyalty in professional sports fans, implications for brand management, and to identify areas of future scholarly inquiry. The forms of literature included in this review are periodicals, periodicals, periodical, books, non-periodical, doctoral dissertations, masters dissertations, and government documents. Most literature was retrieved from the ProQuest database. Types of scholarly literature included in the review are theoretical, empirical, critical and methodological inquiry. Only a little literature is explored in this area; more additional research is needed to explore the theme.

JEL-codes: M37 (search for similar items in EconPapers)
Date: 2008
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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